Vice President of Communications and Marketing - New York, United States - The Juilliard School

Description

Job Description

Russell Reynolds Associates has been engaged to manage this search process; all interest should be directed to them directly, not via our careers portal. Qualified and interested applicants should submit a resumé to The review of nominations and applications for the position will commence immediately and continue until the position is filled. For fullest consideration, materials should be received as soon as possible and preferably by April 8th, 2024.

Our Client

Founded in 1905, The Juilliard School is a world leader in performing arts education. The school's mission is to provide the highest caliber of artistic education for gifted musicians, dancers, actors, composers, choreographers, and playwrights from around the world so that they may achieve their fullest potential as artists, leaders, and global citizens. Juilliard is led by Damian Woetzel, seventh president of the school, who has prioritized affordability and access to the highest level of artistic education while championing Juilliard's tradition of excellence.

To achieve its mission, Juilliard has identified seven goals:

• Juilliard will identify and attract the most talented young performing artists from around the world and will strive to ensure that financial considerations are not a deterrent to their enrollment.
• Juilliard will provide an educational environment that fosters the artistic, intellectual, and personal growth of its students and prepares them to embark on successful careers and productive lives as artists and citizens, as well as to become leaders in their professions.
• Juilliard will continue to elevate its educational and artistic standards, remaining responsive to changing conditions in the worldwide performing arts community.
• Juilliard will continue to attract and retain renowned faculty members in all disciplines, by providing a collaborative work environment and involving them fully in the artistic and educational life of the community.
• Juilliard will uphold its commitment to the diversity of its community by fostering an environment that is inclusive, supportive, and welcoming to all.
• Juilliard will take an active role in shaping the future of the performing arts by providing exemplary arts education programs to the community and encouraging its students to serve as advocates for the arts in society.
• Juilliard will engage a broader, global audience by expanding access to the Juilliard experience and serving as a thought leader in the global conversation about the importance of the performing arts.

In support of this mission, and in alignment with its Strategic Plan, Juilliard has also identified four strategic priorities and three core values, including:

Strategic Priorities

1. Significantly increase funding for scholarships and financial aid, preserving and expanding upon our ability to recruit the most talented young artists, regardless of financial need;
2. Reinvigorate, renew, and retain faculty, and refresh curriculum, enabling world-class artist-educators to prepare our students and alumni for a lifetime of artistic expression at the highest levels of human achievement;
3. Revitalize our physical campus-our home-into a creative hub like no other, a place of purpose and joy, with educational and performance venues that inspire, incubate, and radiate our students' and graduates' artistry out into the world; and
4. Propel forward our educational and information technology, including in classrooms, practice rooms, performance spaces, faculty and administrative offices, and residence halls, all in support of emerging curricular and professional needs.

Core Values

1. Excellence, as it is essential that Juilliard maintain its number-one position worldwide in conservatory education;
2. Creative Enterprise, instilling a culture of self-generating creativity, imagination, innovation, and collaboration that readies students and alumni to thrive in a new and fast-changing artistic landscape and helps them achieve their full potential as citizen artists; and
3. EDIB, a practice of equity, diversity, inclusion, and belonging.

Located at Lincoln Center in New York City, Juilliard offers undergraduate and graduate degrees in dance, drama (acting and playwriting), and music (classical, jazz, historical performance, and vocal arts). More than 800 artists from 42 states and 50 countries and regions are enrolled in Juilliard's College Division, where they appear in more than 700 annual performances in the school's five theaters; at Lincoln Center's Alice Tully and David Geffen halls, and Carnegie Hall; as well as at other venues around New York City, the U.S., and the world.

The continuum of learning at Juilliard also includes nearly 400 students from elementary through high school enrolled in the Preparatory Division, including its tuition-free Music Advancement Program (MAP), which serves students from diverse backgrounds often underrepresented in the classical music field. More than 1,200 students are enrolled in Juilliard Extension, the flagship continuing education program taught both in person and remotely by a dedicated faculty of performers, creators, and scholars. Beyond its New York campus, Juilliard is defining new directions in performing arts education for a range of learners and enthusiasts through a global K-12 educational curricula and preparatory and graduate studies at The Tianjin Juilliard School in China.

A Mission-Driven Campaign

The school's leadership is aligned on matching the excellence of the Juilliard education with increased affordability as being of the utmost importance for the school, its students, and the future of the arts. To that end, Juilliard has launched and already built significant momentum in the quiet phase of a comprehensive campaign to create an ever-more affordable opportunity for its students.

Working at Juilliard

Excellence and professionalism are important guides in how Juilliard's team goes about its work, but they also connect to the mission as individuals in the workplace. Juilliard staff thrive because of the variety of backgrounds and their ability to be open and honest, and also because they enjoy each other's company. Juilliard believes that each employee has the responsibility to help shape the Juilliard organizational culture, and they provide opportunities to participate in team-building throughout the year. Their organizational values focus on excellence, creative enterprise, and equity, diversity, inclusion, and belonging. Staff report that the team and team culture significantly enhance their overall job satisfaction and sense of purpose.

President - Damian Woetzel

Damian Woetzel is the seventh president of The Juilliard School, where he is championing excellence and prioritizing affordability and access to the highest level of artistic education. Since beginning his tenure as President of The Juilliard School in July 2018, Woetzel has brought on a dynamic new generation of artistic leadership in the school's music, dance, drama, and preparatory divisions, launched new initiatives in Creative Enterprise and Equity, Diversity, Inclusion and Belonging (EDIB) which are both active across the school's many areas, created new technology-driven programs including Juilliard LIVE a Bloomberg sponsored livestreaming initiative with a dedicated app, expanded national and international touring, opened the school's first branch campus in Tianjin, China, and achieved numerous fundraising successes among them new tuition-free programs including the Drama MFA, and the Music Advancement Program (MAP) which has also expanded thanks to a $50 million grant. As he moves forward into his second five-year term, Woetzel continues to build on Juilliard's tradition of educational and artistic excellence, as he leads a multi-year effort at increasing sustainable affordability alongside a dedicated Board of Trustees led by Chair Vincent Mai.

One of the foremost ballet dancers of his time, Woetzel retired in 2008 from a 20-year career as a principal dancer with the New York City Ballet and as a dancer on the international stage. Since leaving the performance stage, Woetzel has taken on multiple roles in arts leadership, including artistic director of the Vail Dance Festival since 2007, and director of the Aspen Institute Arts Program from 2011 to 2018. Other projects have included DEMO, his own series at the Kennedy Center; Spaces by Wynton Marsalis for Jazz at Lincoln Center; numerous initiatives with Yo-Yo Ma, including the Silk Road Connect program in the New York City public schools; and service as the founding director of the Jerome Robbins Foundation's New Essential Works (NEW) Program, which initiated grants to support new dance works over a five-year period. President Obama appointed Woetzel to the President's Committee on the Arts and Humanities in 2009 and he served throughout the Obama era, he holds a Master's in Public Administration from Harvard's Kennedy School of Government and has been a visiting lecturer at Harvard Law School. He received the 2015 Harvard Arts Medal and is a member of the American Academy of Arts and Sciences. The Role

Reporting to the President of Juilliard, the Vice President of Communications and Marketing leads all public and internal-facing efforts to raise productive awareness of Juilliard's activities in furthering its mission to provide the highest caliber of artistic education for gifted musicians, dancers, and actors from around the world. Overseeing a 21-person team, and outside consultants as needed, the Vice President is responsible for Juilliard's communications, marketing, digital, editorial, , and creative services functions, including all multimedia content and campaign development for 700 annual performances, admissions recruitment, continuing education, and other institution-wide initiatives.

Specifically, the Vice President will:

Strategic Organizational Leadership

• Lead a multichannel marketing-communications infrastructure that maintains and enhances Juilliard's position as the standard bearer for arts education and communicates its role as a thought leader in the global conversation about the arts and its centrality in civic life.
• Serve as a key spokesperson and an active participant on Juilliard's senior team, attending quarterly board meetings.
• Support the President in his role as chief spokesperson for the school; generate executive visibility for the president's leadership in accordance with his vision of excellence, creativity, and inclusion; provide strategic counsel on Juilliard's perspective on national and global issues; develop and deploy communications to board of trustees and other key stakeholders.
• Cultivate strong working relationships with artistic leadership, administration, faculty, and students to ensure that the communications and marketing team is valued as a collaborative, responsive leader in framing projects within the context of Juilliard's strategic goals and mission.
• Bring the campus to life, through visual branding, amplification of programs and events, and celebrating what makes Juilliard unique in being both a college and a performing arts center.
• Contribute to financial sustainability, highlighting the Juilliard Store, the Extension Division, Box Office, how to hire Juilliard performers, and the K-12 curricular resources.
• Support Juilliard's campaign. The campaign is currently in its quiet phase; this leader will have the opportunity to leverage this moment in time to increase awareness and build and strengthen new and longstanding supporters of Juilliard's critical mission.

Communications & Marketing Strategy

• Amplify Juilliard's activities and build increased public awareness of Juilliard's educational and performance excellence; define and share internally and externally key institutional messages; manage relationships with platinum-tier media to raise public awareness of Juilliard's mission, relevance, and expansion; shape and promote Juilliard's innovation story with initiatives such as The Tianjin Juilliard School and K-12 arts curriculum.
• Promote and protect Juilliard's reputation in the public sphere; play a lead role on the crisis management team; offer real-time crisis management and support.
• Distill and communicate Juilliard's value proposition to address student priorities for dance, drama, music, vocal arts, jazz, historical performance, and summer programs; effectively give Juilliard a competitive edge in recruitment, notably promoting the institution's commitment to equitable, affordable education.
• Develop a social media strategy and implementation plan. Refine previous efforts to be aligned with the refreshed goals and strategy of how to optimize social media channels to enhance and amplify Juilliard's brand and programs.
• Partner with colleagues in China to refine Juilliard's visual identity, digital presence, and communications strategy for its campus in Tianjin. Develop a comprehensive communications strategy serving internal and external constituencies in all markets to support philanthropy, admissions, earned income, and alumni and community engagement programs in China, the 55 countries of its global K-12 programs, and elsewhere abroad.
• Create and measure effectiveness of marketing campaigns - across owned, earned, and paid outlets - aligned to brand position and financial sustainability goals; oversee Juilliard's brand identity to ensure consistent positioning in all markets.

Content Development

• Develop and manage an institution-wide content strategy and deployment framework, ensuring coordination across divisions, channels, and audiences; repurposing content across all channels; and implementing best practices for patron engagement. Coordinate with Lincoln Center and other resident organizations to amplify and create synergies.
• Oversee development of high-quality video, social media, and other digital content to provide various constituencies with a new level of understanding and access to the Juilliard experience, inspiring audiences to move from brand awareness to engagement (apply, attend, donate, buy, amplify); oversee hiring of videographers, photographers, and outside agencies to grow all content channels, including Juilliard LIVE; collaborate with Legal department on rights management.
• Oversee development of new and existing print and corresponding online materials, branding for print and digital content, including brochures and advertisements, and manage visual aspects of Juilliard's brand, including graphics, photography, and logo.
• Work to bring the Juilliard experience and offerings to digital channels including Juilliard's flagship digital properties, and Juilliard LIVE, for millions of online visitors every year; oversee improvements to the main site, the website for The Tianjin Juilliard School, and six adjacent web properties, allowing for live-streaming, lead generation, and data harvesting across an integrated and dynamic web architecture

People Leadership

• Set clear direction and priorities for growing the team and implement a structure to ensure adequate support for current and future institutional needs.
• Provide ongoing, constructive feedback and coaching to direct reports regarding individual performance and professional development.
• Ensure structure and team members reflect contemporary, best-in-class thinking on leading-edge communications and marketing efforts.
• Promote a team culture consistent with and in service of Juilliard's mission.

The Candidate

The Juilliard School's next Vice President of Communications and Marketing will be a tested, senior strategist with deep communications and marketing expertise, and a track record successfully promoting and protecting brand and reputation for similarly iconic, high-profile, aspirational institutions. While bringing particular functional strength, this person must also operate as an organizational leader beyond their department, always putting institutional best interests first and foremost.

This person will embrace the institution's approach to marrying innovation and tradition, striving to shape the future of art through savvy prioritization and sound judgment. With a track record of effectively managing teams, including through hiring, coaching, and development, this person will ideally have a reputation as a "talent magnet," building resilient teams who can manage against ambitious outcomes.

Intellectually curious and aligned with the spirit of the arts and Juilliard's mission, this leader will have demonstrated aptitude to adapt and position material with the appropriate audiences, moving quickly and creatively. With a track record of proactive engagement across many issues and constituencies, the successful candidate will be a connector - both with internal colleagues and external stakeholders - most importantly, bringing strong networks with journalists and other influencers and a savvy understanding of the New York City ecosystem. Internally, they must bring a collaborative and collegial orientation, strong interpersonal skills, and a demonstrated ability to work well with people throughout a complex organization.

To summarize the most critical competencies required for the position:

• Strategic leadership: operating as a strategist and counselor at the senior-most levels of a high-profile, sector-leading institution; providing clarity of vision (aligning institutional and functional priorities), credible advice, and a collaborative, yet decisive approach
• Team leadership: overseeing the efforts of a high-performing, similarly-sized (~20) team, with a track record of tapping into existing strengths while promoting growth and development
• Functional expertise: developing creative, integrated communications and marketing plans that incorporate institutional/programmatic promotion, issues management, and a sophisticated blend of traditional media, digital media, and marketing strategies and tools
• Relevant institutional & sectoral insights: management of the above elements in a highly-visible, recognized institution (bringing both the positive assets and associated reputational threats); cultural literacy and sophistication, with insights into the arts and education sectors, and deep familiarity with New York City stakeholders and audiences

Nomination and Application Process

The review of nominations and applications for the position will commence immediately and continue until the position is filled. Qualified and interested applicants should submit a resumé to For fullest consideration, materials should be received as soon as possible and preferably by April 8th, 2024.

Compensation

The anticipated annual salary range for this position is $300,000-325,000. This salary range is reflective of a position based in New York, NY. To learn more about Juilliard's competitive benefits, visit here.

Nondiscrimination Policy:

The Juilliard School is committed to a policy of equal treatment and opportunity in every aspect of its relations with its faculty, staff, students, and other members of the Juilliard community, and does not discriminate on the basis of actual or perceived race, color, religion, creed, age, sex, national origin, alienage, ancestry, citizenship, sexual orientation or preference, gender identity, physical or mental disability, medical condition, predisposing genetic characteristics, marital status, partnership status, or any other basis prohibited by applicable local, state, or federal law. This nondiscrimination policy covers, but is not limited to, recruitment, hiring, training, benefits, rates of pay and other forms of compensation as well as student admission, access, and treatment in school programs and activities.

Contact

TR Straub

Russell Reynolds Associates

1700 New York Avenue, NW
Suite 400
Washington, DC

Claire Godwin

Russell Reynolds Associates

1700 New York Avenue, NW
Suite 400
Washington, DC

Russell Reynolds Associates has been engaged to manage this search process; all interest should be directed to them directly, not via our careers portal. Qualified and interested applicants should submit a resumé to The review of nominations and applications for the position will commence immediately and continue until the position is filled. For fullest consideration, materials should be received as soon as possible and preferably by April 8th, 2024.